An organized study of Integrated Conversational Marketing
Articles curated by pillar — from the 8Cs and Conversation Cycles to metrics, infrastructure and data sovereignty. Use the filters below to browse by topic.
Recent articles
CQL and RevOps: The Conversation Qualified Lead Guide in Revenue Operations
How Conversation Qualified Lead replaces MQL/SQL and becomes the new handoff between Marketing, Vendas, and CS within RevOps.
Decidido Archetype: high intent, short window — the risk is friction, not the argument
They have already chosen or are about to. Every extra form is an open door for the competitor.
The Loyal Archetype: They Already Trust You — The Risk is Taking Them for Granted
They don't need a sales pitch; they need consistency, recognition, and expansion at the right time.
The Scholar Archetype: Seeks Evidence and Converts with Confidence, Not Pressure
They know what they want—they just need proof. Case studies, technical comparisons, and demos tailored to their scenario. Rushing them destroys the sale.
MCI Órbita: The New Way to Track Opportunities (And Why the CRM Became Too Small)
From static funnel to living orbit: how MCI organizes what needs you now, what's in flow, and what hasn't heated up yet.
What is Marketing Conversacional: The Complete Guide for Business
Understand what Marketing Conversacional is, why it outperforms traditional marketing, and how to apply it to generate real sales—not just leads.
Explorer Archetype: Active Curiosity, Immature Criteria
They know they have a pain point but haven't defined what they want. The key is qualification with context — transforming curiosity into a legible need.
Marketing Conversacional in Agribusiness: How MCI Solves Operational Amnesia in the Rural Sales Cycle
How to apply the MCI methodology to connect RTVs, WhatsApp, CRM, and the producer journey—without losing context between harvests.
Turista Archetype: high volume, low intent — and the mistake of wasting salesperson time on them
Those who arrive out of curiosity, not pain. Nurture lightly, filter intelligently, and protect sales capacity.
Use cases by sector: where the cycle breaks and how MCI protects the margin
There is no 'MCI for Education' or 'MCI for Retail'. There is MCI applied to the specific decision physics of each sector.
Data Sovereignty and the Invisible Company
Those who don't control their own context don't control their own margin. Why customer memory is the valuation asset of the post-CRM era.
Conversational Infrastructure: The Three Planes Behind Memory
The engineering that transforms MCI from a method into a system: Data, Decision, and Action, oriented by events, not batches.